HEADS UP, CREATIVES: IF YOU’RE THINKING OF LAUNCHING SOMETHING IN 2024
(ESPECIALLY AMID ECONOMIC UNCERTAINTY), IT’S CRUCIAL YOU READ THIS!
PSST—
Strategize, organize, & craft marketing content that power-glides into your upcoming launch with
Primed to Launch™: the ultimate editorial calendar playbook + launch planning system.
it's time to throw up a peace sign:
Back, back, back it up away from that folder full of idea prompt banks & content caption templates ...
... the Trello list of to-do's some ~launch strategist~ handed you ...
... & the content theme (or "topic bucket") rotation game..
Simply put?
BUT, if you find yourself in a rhythm hamster wheel of content creation that—while fab for seasons of serving—isn't naturally on-ramping into your launch or planting seeds to harvest later as ca$h money in the bank ...
... we GOTTA talk.
Bc nope: Serving up juicy free content doesn't mean the scales magically tip one day in favor of people forking over cash when you launch.
Even if "launch" is just a fancy-pants word for “marketing campaign"—
Launching is ... kinda daunting.
So adhering to the some launch strategist's "juSt PoSt tHis!" schedule, asking for the sale without any kind of multi-week campaign runway, & posting content for content's sake ... ?
*fans self*
Woof.
Not to mention you're asking people to PAY you in the time of economic weirdness & launching when even Cardi B's complaining about the price of groceries?
It's ... all tall order.
THE PROBLEM WITH ALL OF THOSE TOOLS?
Until you look up and realize your content & launches
aren't driving the bottom line of your creative business.
And if you're not leveraging persuasive copywriting & storytelling in your campaigns
during a time when you're likely fighting for the very survival of your creative business ...
... then PHONE DOWN TO Houston,
BC we've gotS a problem.
Le sigh.
ESPECIALLY if you've got dreams of launching something big in 2023.
→ Here are the 3 most dangerous lies creative business owners hear every day
Eh. Keeping up with a steady prompt bank of "the perfect mix" is exhausting (at least for some of us, if you can do it for 365 days & love life, you do you, boo).
But heads up: social media + content posting ISN'T your marketing calendar, it's part of the campaign vehicle. Your content strategy needs to stand on its own—and no, having monthly "themes" doesn't count.
Keeping up with a steady spreadsheet rotation of "the perfect mix" is exhausting (at least for some of us, if you can do it for 365 days & love life, you do you, boo). Like I said, social media + content posting ISN'T your marketing calendar, it's part of the campaign vehicle. Your content strategy needs to stand on its own—and no, monthly "themes" don't count.
lolololol—have you seen my accounts??
YES, you need to show up consistently. But if you don't WANT to post 365 days? Or even every other day? There's an argument to be made for quality over quantity.
I built a half-million dollar copywriting business in 3 years (mil in 5), and I'd rather be with my kids + husband at the taco joint than tapping away at my Macbook. Real life > internet life. You do you (and do it consistently!), but you don't have to be all the places all the time every day.
Lol—have you seen my accounts?? YES, you need to be consistent. But if you don't WANT to post 365 days? There's an argument to be made for quality over quantity. I built a half-million dollar copywriting business in 3 years, and I'd rather be with my kids + husband at the taco joint than tapping away at my Macbook. Real life > internet life. You do you (and do it consistently!), but you don't have to be all the places all the time every day.
Missing out on the pressure cooker that a good launch can be!?
YIKES.
^^ this is one of the #1 mistakes I see creative entrepreneurs making. If you're NOT yet launching your services, it's time to start building a pressurized marketing campaign around them now.
Missing out on the pressure cooker that a good launch can be!?
^^ this is one of the #1 mistakes I see creative entrepreneurs making in their marketing. And if you're NOT yet launching your services, it's time to start building a pressurized marketing campaign around them now.
SEE RELATED—
“I launched a new website/offer/course ... but uh, it definitely didn't feel like my T-Swift-album-drop business-building moment.”
“I have a rhythm of content categories. I schedule posts for the week. I write a month's worth of captions in one sitting. But my launches fall flat. Is it me?? Hi, I'm the problem bc it MUST be me ... "
“I listen to my people, and then base my content around the themes that will likely get the most traction. Eventually, the 'free' content scales tip in my favor—right??”
“I fail to meet my booking goal every year. I have no clue what else I can do to get more clients for my services. I’m rocking a pretty new website with witty words so I’m hoping that will do magic for me.”
"I bought a launch planner/attended a "launch camp" online. I tried it. But ... no one seemed to care—or even notice—that I was selling my bootie off. I have nada sales to show for it."
IF EVEN JUST ONE OF THOSE STATEMENTS JABS YOU RIGHT IN THE FEELS
& HITS HOME, IT'S TIME TO...
… leverage a concept breezy to understand that my dad could understand it—and he still signs all his text messages. 🥹
It's time to use this single-most effective 🚀 launch campaign strategy to
produce mass sales-driving content in less time.
Aka what MOST content calendar plans & Launch experts won't tell you about buzz-building ...
If your content strategy isn't built upon a measurable marketing strategy or annual revenue plan, it's a sand-castle blueprint. ⬅️⬅️ I learned that in corporate marketing ... entrepreneurship simply sealed the deal.
Following a done-for-you launch plan, consistent posting, & even pretty graphics? That trifecta does NOT automatically equate launch success.
QUIT THINKING THAT MORE IS BETTER WHEN IT COMES TO LAUNCHING—OR CONTENT CREATION IN GENERAL.
IT'S NOT.
I emoji-heart eye love digital marketing. 😍 I love magazine-like editorial content. I freggin' LOVE copywriting. ← All decided 0.2 seconds after building my first blog at Southern Living magazine in 2009.
But 13+ years later? I've realized I don't want to create more noise in this overfilled digital world (let’s call it “ethical content & copywriting” … is that a thing? It is now.).
Because I love THE INTERNET ... BUT I LOVE the rhythms of life offline, off-launch season even more.
And the more I build my small business & work as a launch copywriter,
it's obvious to me: when you’re not in launch, you’re in pre-launch.
⬆️ THIS IS THE PART OF LAUNCHING & MARKETING MOST CREATIVES SKIP ⬆️
SO AS I BUILT UP MY COPYWRITING BUSINESS? IT HIT ME:
I had my content + launch campaign breakthrough:
What if I started with sales metrics I NEED to hit to pay myself,
crafted a persuasive annual marketing plan backwards (and on the publishing platforms I liked), & crafted as little new, out-of-the-box content as possible ...
... & made it only ~seem~ like I was everywhere?
I tried it for a year.
Then two.
Then 4.
I taught it to small coaching group of creatives to see if they could get results.
I walked 1-on-1 clients through it.
It ... worked.
Things were catching on, so naturally, I prettied it up with a cocktail party ready name. 🍾✏️
I DUBBED it
Here's what I did—
START BY DEFINING "ENOUGH"
Pair your financial blueprint WITH your promotional calendar of 4 seasonal marketing campaigns: plot how you'll hit your numbers and then REST ... because like you can't guzzle a fancy flute of bubbles daily, you ALSO can't sell 24/7.
CREATE A RHYTHM OF FOUR TOAST-WORTHY, PERSUASION-PACKED LAUNCH CAMPAIGNS
Build the system backwards, fill your launch planner with pillar content, and spend 80% of the time promoting what took 20% of your time to create for your campaigns ... so you don't go flat.
CRAFT A SPARKLING, SUSTAINABLE CONTENT SYSTEM AROUND THAT
Because bubbly is fun, but it's not for everyday—neither is selling. Map out what's necessary, and fill in the gaps with nice-to-have mini-campaigns (and repurpose like a boss).
There IS an actual strategy behind content marketing if you want to be profitable
—not just consistent & followed.
This is mine.
And it works.
After all—your launch cash flow? It's lifeblood for your small business
There is no Plan B.
Which begs the question:
When it’s time to remember why you started down this crazy, beloved path ...
... (when it would be so much easier to grab the box of Cheez-its & binge-watch Cheer again on Netflix) ...
... it's time to get consistent with a
SUSTAINABLE launch marketing plan.
INTRODUCING ...
Strategize, organize, & craft marketing content that power-glides into your upcoming launch with the ultimate editorial calendar
playbook + launch planning system.
- BUILD YOUR QUARTERLY CHAMPAGNE CAMPAIGN SYSTEM
- SELL THROUGH MY PRE-LAUNCH CALENDAR PILLAR PIECE SYSTEM
- GRAB SAMPLE LAUNCH CALENDAR TIMELINES
- GET DAILY, WEEKLY, + MARKETING TO-DO LIST PROMPTS
If you're a sucker for a solid plan,
you'll love that by the end of PRIMED to LAUNCH, You'll
NO. 1
Know exactly what a timeline looks like leading up to a launch—so you can start priming your audience at the right time. <<< Take it from me, I've been a launch copywriter for 7 years + had 10 six-figure launches of my own. I'm going through every step of the process to magic carpet you riiiight into your own launch.
NO. 2
Craft a custom content & pre-launch checklist strategy that builds on the best time for YOU to run certain promotions (not what some Pinterest freebie says you should focus on that month). Create ideas in bulk and stay consistent with your content and social media posts that drive to your most profitable offers.
NO. 3
See how to plan out your content—no more guesswork or nerves about saying too much when you launch ... you’ll provide your audience enough time to prepare and actually anticipate what you’re selling. Quit hot-mess promotion periods for good, and build an effective, strategic, and stress-free pre-launch plan.
QUIT STRUGGLING TO COMBINE STORYTELLING & SELLING FOR YOUR NEXT BIG LAUNCH
Sometimes we're so busy building the ~thing~ or
serving clients that we forget to prime our audience well.
Prep to promote your launch with all the hype it deserves.
If you're a sucker for a solid plan,
you'll love that by the end of
PRIMED to LAUNCH, You'll
NO. 1
Know exactly what a timeline looks like leading up to a launch—so you can start priming your audience at the right time.
⬆️ Take it from me, I've been a launch copywriter for 7 years + had 10 six-figure launches of my own. I'm going through every step of the process to magic carpet you riiiight into your own launch.
NO. 2
Craft a custom content & pre-launch checklist strategy that builds on the best time for YOU to run certain promotions (not what some Pinterest freebie says you should focus on that month).
Create ideas in bulk and stay consistent with your content and social media posts that drive to your most profitable offers.
NO. 3
See how to plan out your content—no more guesswork or nerves about saying too much when you launch ... you’ll provide your audience enough time to prepare and actually anticipate
what you’re selling.
Quit hot-mess promotion periods for good, and build an effective, strategic, and stress-free pre-launch plan.
QUIT STRUGGLING TO COMBINE STORYTELLING & SELLING
FOR YOUR NEXT BIG LAUNCH
Sometimes we're so busy building the ~thing~ or serving clients that we forget to prime our
audience well.
Prep to promote your launch with all the hype it deserves.
From messaging and copy to efficient content marketing planning, this is my done-in-a-weekend launch & annual marketing calendar playbook &
video/audio lesson series including:
Lesson 1: What Makes a Pop-Bottles Launch Campaign?
Lesson 2: The Quarterly Champagne Campaign System
Lesson 3: How to Plot Your Annual Launch Calendar
By the time you finish this module, you’ll have a 12-month sketch of what promotional periods go where, so you know when to weave the sell in, and when you’ll be in an “off” period of community building.
You’ll lay the foundation to match your content to your sales goals as we Design Your Chalkboard Blueprint ... and seeing what the one sitting on my desk (yes, at this very moment!) looks like.
Once you have that, I'll teach you what to do to reverse engineer & visually space out your marketing campaigns with my 3 Seasons of Launching in a Quarterly Champagne Campaign System.
Have your annual overarching marketing promo calendar DONE as you follow along in these 3 videos, and mastermind your seasonal annual marketing & launch via the Dry-Erase Launch Cal Method—then plot that in the digital planner I have waiting for you.
Lesson 1: What Makes a Pop-Bottles Launch Campaign?
Lesson 2: The Quarterly Champagne Campaign System
Lesson 3: How to Plot Your Annual Launch Calendar
By the time you finish this module, you’ll have a 12-month sketch of what promotional periods go where, so you know when to weave the sell in, and when you’ll be in an “off” period of community building.
You’ll lay the foundation to match your content to your sales goals as we Design Your Chalkboard Blueprint ... and seeing what the one sitting on my desk (yes, at this very moment!) looks like.
Once you have that, I'll teach you what to do to reverse engineer & visually space out your marketing campaigns with my 3 Seasons of Launching in a Quarterly Champagne Campaign System.
Have your annual overarching marketing promo calendar DONE as you follow along in these 3 videos, and mastermind your seasonal annual marketing & launch via the Dry-Erase Launch Cal Method—then plot that in the digital planner I have waiting for you.
Module 2
Lesson 1: Understanding Traffic: The 5 Buckets
Lesson 2: Content Mining: The 60-in-60 Content Ideas Workshop
Lesson 3: Boring to Binge-worthy: The Art of Writing Captivating Content
They won't listen unless you give them a reason to, right? Figure out how to do that with my clickable curiosity formula & pre-launch content domino strategy.
This is about eyeballs landing on your offer, but we have to back up & pick things to talk about that will turn heads—so we'll start with How to Find Your Eyeball Aptitude.
Then, we're going to take the first step towards creating a huge list of content ideas. Get your party pants on—sketch 60 Launch Content Ideas in 60 Minutes, leaning on tried-and-true journalistic techniques I'll show (& execute it whenever you need to fill up your quarterly editorial calendar).
Snag basic tips as you plot your best 9 Content Writing Tips—I'll share the blog template I've used to outline 300+ posts of my own, too.
Module 2
Lesson 1: Understanding Traffic: The 5 Buckets
Lesson 2: Content Mining: The 60-in-60 Content Ideas Workshop
Lesson 3: Boring to Binge-worthy: The Art of Writing Captivating Content
They won't listen unless you give them a reason to, right? Figure out how to do that with my clickable curiosity formula & pre-launch content domino strategy.
This is about eyeballs landing on your offer, but we have to back up & pick things to talk about that will turn heads—so we'll start with How to Find Your Eyeball Aptitude.
Then, we're going to take the first step towards creating a huge list of content ideas. Get your party pants on—sketch 60 Launch Content Ideas in 60 Minutes, leaning on tried-and-true journalistic techniques I'll show (& execute it whenever you need to fill up your quarterly editorial calendar).
Snag basic tips as you plot your best 9 Content Writing Tips—I'll share the blog template I've used to outline 300+ posts of my own, too.
Module 3
Lesson 1: The 3 H Method of Content Planning
Lesson 2: Building Your Ed Cal: My Domino Strategy
Lesson 3: Planting Evergreen Trees: How to Spiderweb Out Your Content
Leverage on-brand breadcrumbs over burn-out when it comes to content that shakes up the champagne bottle for your next launch. This is where you’ll see how the different forms of content fit together, instead of every piece being an island.
You’ll pick 6-12 pieces of hero content for your next promotion or launch campaign, and schedule them into your marketing calendar. After the big rocks are in play, you’ll organize your ideas into a day-by-day cadence that works for you: with those 6-12 weeks in place, we can flesh out the rest of your quarter’s calendar with other content ideas that we storymined together.
Unlock the Pilar Piece or "Hero" cover story approach—this will help your audience see you as the go-to & give them a hit, but keep them engaged for what's next
Learn to focus your time to see the best results: enter the domino strategy—after this lesson, you'll have identified the 6-8 misconceptions to knock over (via content!) leading into launch mode
It'll only seem like you're poppin' up everywhere: learn how to splinter out your Hero content across multiple platforms —and how to balance what's paid vs. what's free)
Module 3
Lesson 1: The 3 H Method of Content Planning
Lesson 2: Building Your Ed Cal: My Domino Strategy
Lesson 3: Planting Evergreen Trees: How to Spiderweb Out Your Content
Leverage on-brand breadcrumbs over burn-out when it comes to content that shakes up the champagne bottle for your next launch. This is where you’ll see how the different forms of content fit together, instead of every piece being an island.
You’ll pick 6-12 pieces of hero content for your next promotion or launch campaign, and schedule them into your marketing calendar. After the big rocks are in play, you’ll organize your ideas into a day-by-day cadence that works for you: with those 6-12 weeks in place, we can flesh out the rest of your quarter’s calendar with other content ideas that we storymined together.
Unlock the Pilar Piece or "Hero" cover story approach—this will help your audience see you as the go-to & give them a hit, but keep them engaged for what's next
Learn to focus your time to see the best results: enter the domino strategy—after this lesson, you'll have identified the 6-8 misconceptions to knock over (via content!) leading into launch mode
It'll only seem like you're poppin' up everywhere: learn how to splinter out your Hero content across multiple platforms—and how to balance what's paid vs. what's free)
Module 4
Lesson 1: Building a Sticky Pre-Launch Priming Traffic Plan
Lesson 2: Offer Announcement: How to Pick Your Hype Piece
Lesson 3: It's a Numbers Game: How to Set Launch & Marketing Metrics
Tell launch nerves to take several seats: it's time to get loud (& stay loud) all while recognizing that launching is a NUMBERS GAME. By the time you finish this module, you’ll have prelaunch and launch strategies set to tweak and repeat in your business, from website launches and new services to physical or digital product launches.
Launching is a numbers game. You've shaken up the bottle with your pre-launch content, so the launch itself is the release of that. The cork pop. You'll produce dozens of lead magnets for your offers with my Triple Strike Strategy (which only recently, I JUST gave to clients over Zoom calls!), determine your signature hype piece for the next launch in your Quarterly Champagne Campaign System, and set up nurture campaigns needed to help the "dominoes" fall leading into your launch.
Unpack your pre-launch traffic plan as you configure your own Launch Bait Trifecta—this is my tried-and-true lead magnet strategy, and it's all yours in this lesson
We'll round the corner into offer announcement time, and you'll snag the Ultimate Hype Piece Swipe File List so you can pick up the mic & announce your launch in the way best suited for YOUR personality
Finally, set proper launch metrics & learn how to conduct a post-launch audit so you can—with receipts—unpack the best learnings from your promo campaign
Module 4
Lesson 1: Building a Sticky Pre-Launch Priming Traffic Plan
Lesson 2: Offer Announcement: How to Pick Your Hype Piece
Lesson 3: It's a Numbers Game: How to Set Launch & Marketing Metrics
Tell launch nerves to take several seats: it's time to get loud (& stay loud) all while recognizing that launching is a NUMBERS GAME. By the time you finish this module, you’ll have prelaunch and launch strategies set to tweak and repeat in your business, from website launches and new services to physical or digital product launches.
Launching is a numbers game. You've shaken up the bottle with your pre-launch content, so the launch itself is the release of that. The cork pop. You'll produce dozens of lead magnets for your offers with my Triple Strike Strategy (which only recently, I JUST gave to clients over Zoom calls!), determine your signature hype piece for the next launch in your Quarterly Champagne Campaign System, and set up nurture campaigns needed to help the "dominoes" fall leading into your launch.
Unpack your pre-launch traffic plan as you configure your own Launch Bait Trifecta—this is my tried-and-true lead magnet strategy, and it's all yours in this lesson
We'll round the corner into offer announcement time, and you'll snag the Ultimate Hype Piece Swipe File List so you can pick up the mic & announce your launch in the way best suited for YOUR personality
Finally, set proper launch metrics & learn how to conduct a post-launch audit so you can—with receipts—unpack the best learnings from your promo campaign
From messaging and copy to efficient content marketing planning, this is my done-in-a-weekend launch planner playbook & 12-episode video series including:
The Quarterly Champagne Campaign System Printable Workbook
In these 40 pages of goodness, you’ll map out the first steps to take to launch successfully and plot your pre-launch pillar content pieces—whether you're prepping for a mini-launch of your next collection or your signature course launch.
3 STYLES OF WEEKLY CONTENT PLANNING TEMPLATES
Pulling that editorial strategy into a weekly roadmap won't be a struggle with these templates: find options for Asana, Trello, and good ol' pen and paper (my fave!) to implement your overall annual goals.
3 SAMPLE LAUNCH CALENDAR TIMELINE TEMPLATES
Let's launch without the I'm-sick-of-talking-about-this-and-it-hasn't-even-started-yet hangover headaches: swipe these roadmaps to schedule launch messaging in advance without feeling salesy, from your waitlist page to your pillar content.
THE ANATOMY OF A LAUNCH: 5 MUST-HAVE PHASES WORKSHOP
Setting your expectations is everything for a launch: I know you have big goals, but let's make sure they're REALISTIC. With a combo of my dynamic spreedsheet launch calculator and paper printable pre- and post-launch stats tracker, you can monitor your success.
Copy Must-Have: 5 Stories to Warm 'Em Up in PreLaunch PDF
Have at my little black book of tools for content planning and launching stories you've GOT to tell in your pre-launch copy. These are my go-to moments to hash out in your content writing so you can customize them for your own launch.
THE WEBSITE, PRODUCT, OR SERVICE COPY + CONTENT LAUNCH CHECKLIST
Get my step-by-step check list on what talking points you need to have ready to roll (and last-minute things to firm up on your website) BEFORE you move into a pre-launch period.